solar

I was very excited to see Tesla provide more details on their Solar Roof. A bunch of smart people have already started to dig into the details to try and figure out the true cost, including GTM and PickMySolar. I have been skeptical of this product – so many have tried and failed. But, the…

As an engineer, I had the typical mild level of disdain for “business people” – marketers, MBAs, people with fuzzy backgrounds that appeared so confident, despite not knowing the basic laws of physics. I took pride in my engineering-ness. I huddled with my fellow engineers, quietly smirking after the business people left the room, telling…

In 2006, I was working at design firm IDEO on a research project for newly-IPO’d First Solar, who was interested in getting into the residential solar market. We talked to early adopters, tech luddites, installers, and everyone in between, to understand how they felt about home solar. Few people understood, and fewer cared – it was ugly, confusing,…